Go Solo. Go St Giles.
Somewhere between college backpackers and high-powered business executives, there are solo travelers who prefer to stay in comfort and create their own itinerary. To broaden St Giles’ reach, we launched the Go Solo. Go St Giles. campaign honing in on the oft-overlooked solo traveler. With a focus on organic and performance marketing in the digital space, we used humor and bold creative to highlight St. Giles’ price-point, location, and knowledgable local staff.
Solo travel doesn't have to be difficult
We mapped out the customer journey for this niche audience and created an experience that included a social awareness campaign, multiple landing pages, a digital ad campaign, and everybody’s favorite: swag! To further amplify the campaign, we collaborated with up-and-coming street artists like @Pegasusart. The fresh designs brought an urban edge and bright, beautiful colors that conveyed the joy of adventure.
Go Solo. Go St Giles. focused on three personas we identified within the solo traveler category: the foodie, the outdoor adventurer, and the culture enthusiast. We emphasized a common desire to embrace who they are, get away from it all, and do their own thing.